The Cluetrain Manifesto

Just as traditional media conditioned the audience to be passive consumers — first of commercial messages, then of products — the traditional organization conditioned employees to be obedient executors of bureaucratically disseminated work orders. Both are forms of broadcast: the few dictating the behavior of the many. The broadcast mentality isn't dead by any means. It's just become suicidal.

In contrast, the Internet invites participation. It is genuinely empowering, well beyond the cliché that word has become. And corporate intranets invite participation in the same way. There are strong reciprocal parallels between the open-ended curiosity of the new marketplace and the knowledge requirements of the new organization. The market-oriented Internet and workforce-focused intranet each relies on the other in fundamental and highly complementary ways. Without strong market objectives and connections, there is no viable focus for a company's Internet presence; without a strong intranet, market objectives and connections remain wishful thinking.

The Cluetrain Manifesto